UNIVERSITY OF CINCINNATI - CLERMONT
COURSE SYLLABUS AND SCHEDULE OUTLINE FOR
PRINCIPLES OF MARKETING I (34-MKTG-241)
AUTUMN QUARTER 2008
MWF 10:00A – 10:50A (Section 002)
PETERS-JONES BUILDING ROOM 202
MWF 1:00P – 1:50P (Section 003)
EDUCATIONAL SERVICES BUILDING ROOM 135
Instructor Information
Instructor:
Office:
Phone:
Dr. Jeff Bauer, Associate Professor of Management and Marketing
Snyder Building 252F
Office: 732-5257 24-HR Voicemail
Fax: 732-5304
Faculty Secretary: 732-5255
Home: 753-9081
E-Mail:
Jeff.Bauer@UC.Edu
Website:
http://www.ucclermont.edu/~bauerj
Office Hours: M and F 12:00P – 1:00P, W 12:00P – 1:00P (In the Learning Center),
T and Th 9:00A – 9:30A, or by appointment.
Text Information
Basic Marketing: A Marketing Strategy Planning Approach, William Perreault, Jr. & Jerome E.
McCarthy, Irwin, 16th Edition, 2008. ISBN: 978-0-07-352980-6
Course Description
Fundamentals of marketing structures, channels, and environments: buyer and seller behavior,
marketing management of product planning, pricing, distribution, and promotion.
Course Objectives
1. Understand the role of marketing in the Global Economy.
2. Understand target marketing and the functions of a marketing manager.
3. Know what market segmentation is and how to segment product-markets into submarkets. Know the seven-step approach to market segmentation.
4. Understand how difference kinds of competitive situations affect business strategy planning.
5. Research, prepare, and present marketing case studies.
6. Have an understanding of marketing information systems and how they are used.
7. Know the affect of population and income trends in the United States and in global markets.
8. Understand the behavioral dimensions of the consumer market.
9. Understand what branding is and how it is used.
10. Understand the product life cycle.
Course Requirements
Reading Assignments: The student is expected to read all assignments prior to the class in which
they will be discussed. He/she should be ready to participate in class discussions and activities.
Additional Resources: http://www.ucclermont.edu/library/guides/marketg.html
Group Cases: Cases detailing various marketing topics will be assigned. Groups will be formed
during the second week of class.
Business Game Simulation: Students will be assigned to a group. Each group will be a company
competing against other companies to market a specific product. Decisions will be made on how
to market the product and turned into the instructor. Results of decisions will returned to each
group for review and revision. A detailed handout will be provided during the quarter.
Exams: There will be three (3) exams during the quarter. Exam formats will be true-false, fill-inthe-blank, multiple choice, short essay, and case study. Exams will be given as indicted on the
Course Schedule.
Grading:
The final grade will be determined as follows:
Exam One (Chapters 1, 2, 3)
Exam Two (Chapters 4, 5, 21)
Final Exam (Chapters 6, 7, 8, 9, 10)
Group Cases and Participation
Business Game Simulation
Total Points
100 Points
100 Points
100 Points
150 Points
50 Points
--------------500 Points
The numerical average will be calculated by dividing total points by 5.
GENERAL COURSE POLICIES
Attendance and Make-Up Work
Attendance is a requirement of the course. If for some reason you cannot attend a class, please let me
know by using one of the phone numbers (or other means) listed above.
Assignments
Any assignments are due at the beginning of the class period as indicated on the Course Schedule. Late
assignments will be reduced at least one letter grade per class day at the discretion of the instructor.
Assignments will not be accepted one week after the due date has passed.
Cell Phones, Pagers, etc.
Consider this class to be a call-free, beep-free, vibrate mode-free zone of silence.
Make-Up Exams
Make-up exams will be given at the discretion of the instructor. The student must notify the instructor of
the absence before the exam begins. If proper notification is given, a make-up exam will be administered
which may be significantly more challenging than the examination given on the scheduled date.
Cheating and Plagiarism
The policy as stated in the University of Cincinnati Student Handbook will be strictly enforced. A copy
of the Student Handbook is available in the Student Development Office.
Withdrawals
The current withdrawal policy of Clermont College will apply. The withdrawal policy for this term is
available in the Registration Office.
ADA
Students with Disabilities: The policy of the University of Cincinnati Clermont College requires students
to self-identify and provide proper documentation to the Academic Director of Disability Services,
Student Services Building for appropriate academic assistance.
Grading Scale
The following plus/minus grading system will apply:
92 - 100% = A
91 - 89% = A-
78 – 77% = C+ 76 – 72% = C
88 - 87% = B+
86 - 82% = B
81 - 79% = B-
71 – 69% = C-
68 – 67% = D+ 66 – 62% = D
61 – 59% = D - 58% and Under = F
Note: The course schedule and procedures are tentative and subject to change depending upon the
progress of the class.
COURSE SCHEDULE OUTLINE – PRINCIPLES OF MARKETING I
Week of
09/24
Introduction to Course, Explanation of the Syllabus, and the Schedule Outline
Chapter One – Marketing's Value to Consumers, Firms, and Society
09/29
Chapter Two – Marketing Strategy Planning
Case One
10/06
Chapter Three – Focusing Marketing Strategy with Segmentation and Positioning
Brief Discussion of Business Game
Review for Exam One
10/13
Exam One - Chapters 1, 2, 3
Discussion of Business Game and Trial Decision
Chapter Twenty-One – Developing Innovative Marketing Plans
10/20
Chapter Four – Evaluating Opportunities in the Changing Marketing Environment
First Real Business Game Decision
Case Two
10/27
Chapter Five - Demographic Dimensions of Global Consumer Markets
Second Business Game Decision
Review for Exam Two
11/03
Exam Two - Chapters 4, 5, 21
Third Business Game Decision
Chapter Six – Final Consumers and Their Buying Behavior
Case Three
11/10
Chapter Seven – Business and Organizational Customers and Their Buying
Behavior
Fourth Business Game Decision
11/17
Chapter Eight – Improving Decisions with Marketing Information
Case Four
11/24
Chapter Nine – Elements of Product Planning for Goods and Services
Case Five
12/01
Chapter Ten - Product Management and New-Product Development
Review for Final Exam
The Final Exam will cover Chapters 6, 7, 8, 9, and 10 and be held as follows:
Wednesday, December 10th from 9:00am – 10:00pm (Section 002, 10am class)
Wednesday, December 10th from 1:30pm – 3:30pm (Section 003, 1pm class)